In the world of public relations and media, a good story would not be possible without a good product, and many times, there’s no better way to showcase this product to the media than letting them experience it for themselves. For PR professionals across all industries, this often exists through mailers or samples, but in the world of travel, to truly showcase a destination, experience or property, it is most important for journalists to experience it first-hand before being able to successfully tell their stories.

This is where press trips come into play. A successful press trip allows journalists room to explore and discover unique story angles about a place, hotel property or even the people that make that place special. While press trips have been around for many years, there is a shift within the industry of late. These trips are now more popular than ever, but newsrooms and media staff availability have become more limited. For a successful trip, there are several things to consider in today’s media landscape.

Timing is Everything

Journalists receive dozens of press trip invites per day and many outlets have had to reduce their on-staff writers and outsource to freelancers.. With this in mind, press trips have become harder to fill as journalists are usually booked months in advance with other press trips or commitments.

When planning a press trip, it’s important to plan for at least 4 months minimum to invite media, and if available, even consider 6 months out to maximize your chances of securing top press. This gives PR professionals and hotels time to organize all the details for a successful trip, including transportation logistics, itinerary coordination, airfare, and plan for any changes in the group or schedule that might come at the last minute.

Another thing to consider is the time of year of the trip, as this can make the invitation more enticing to journalists. For instance, consider planning a trip when the weather is the best for exploring the area, avoiding rainy months, hurricane season or even the most extreme summer months, depending on your location. In addition, If there’s a festival or event happening in your city around this time, consider it an opportunity to invite the media to get a sense not only of the property but the atmosphere during this time when many tourists will plan their visit. In the end, you want to make sure you can give them more opportunities to find that unique story.

It is always recommended to avoid important holiday seasons like Christmas, or Thanksgiving towards the end of the year, as many writers will already be back home or celebrating with family during this time. You should also take into consideration any national holidays at the destination that might lead to businesses being closed during a press trip.

Group vs. Individual Visits

A good group can make or break a trip. While your product might be great, if the group dynamic is not the best, it can also lead to an unpleasant experience. When building your lists for a trip, think about the group size, personalities and cultures. Sometimes, an intimate group of five or six people will lead to the best environment and provide further opportunities for the group to socialize and get to know each other. Also, think about representation, giving opportunities to BIPOC and LGBTQ+ writers who can provide a different perspective and add to the diversity of the group.

While group press trips have many advantages, there is also great value in hosting media on an individual basis, particularly as more journalists have shifted to accept individual versus group press trip invitations. Not only does an individual visit facilitate the logistics or the itinerary overall, but it allows journalists to really get to know your products or destination more intimately. It gives them the flexibility to discover unique stories that might be missed in a group setting, such as interactions with the local community, conversations with staff, and insights from other guests about their experiences.

For individual visits, some people might not be as comfortable as a solo traveler, so consider allowing them to travel with a plus one to really enhance their experience overall. For example, if you’re trying to showcase a property that is great for a mother and daughter getaway, think about giving journalists the opportunity to visit with a parent. If you want to focus on the family-friendly aspect of the property, invite them to come along with their kids. At the end of the day, journalists are looking to tell stories for fellow travelers, so the more they can relate to other travelers, the easier it will be for them to develop these unique angles.

Personalization Matters

Like with any other traveler, journalists will also want a taste of the experiences offered at the property and surrounding areas. This is where a personalized itinerary will be crucial.

Early in the planning process, it’s important to give journalists an idea of what they can expect during the trip. Whether a specific excursion, activity on property or day trip to the local community. This helps writers think of potential story angles ahead of the trip and can make the invitation more enticing to the journalist. Consider also surveying media to get an understanding of what type of activity they would like to experience, as this adds an extra level of personalization and gets them involved in the planning process. Hotels and resorts should include an excursion off property provided by the hotel concierge, such as a meal at a local restaurant, exploring a museum or an interactive class where media can participate.

When building an itinerary, there should always be activities that are available to travelers visiting, but that also convey a sense of the local community. After all, this can only enhance the trip and overall storytelling.

Novelty of the Product

Lastly, while a good trip can make a difference, it should always be accompanied by a good product. Travel journalists are looking for new and unique stories to tell their readers. A novel product, whether a recent renovation, new hotel, or amenity, offers a fresh take on a story, which will make it more appealing to the publications writers are pitching. In addition, readers are often looking for new experiences and destinations to try, so it’s crucial to keep this in mind when considering how to set your product apart from the competition.

Before thinking about hosting a press trip, consider what is new that can be shared with the media and that will want to attract new guests. While this doesn’t always have to be a brand new property, it can be a partnership with a local business, new unique amenities, or the opportunity to try a newly launched food menu.

Above all, journalists are looking to provide readers with recommendations that feel true to what they would book themselves. If showcasing your hotel product or destination, it’s important for the hotel to be ready to give the best experience to journalists as they would to other guests. This includes making sure the service is efficient, the hotel amenities are ready to be showcased and the destination is ready to welcome travelers.

Press visits can be extremely helpful and successful for PR professionals, destinations and for journalists, as long as visits are carefully planned and well executed. Considering the ever changing media landscape and making connections with media in a meaningful and thoughtful way can lead to new insights, better practices and great results for a successful trip.

The State of Press Trips: Leveraging Media Visits for More Unique Stories